From seven to two memorable words

The Tacoma-Pierce County Employment and Training Consortium was shifting focus. Rebranding it as WorkForce Central, JayRay gave the organization a more memorable and less bureaucratic name.

Refocused brand for refocused efforts
The Tacoma-Pierce County Employment and Training Consortium had been a somewhat invisible organization that prepared workers for today’s jobs. It shifted focus from employees as clients to the employers as clients. It then realized the need to attract businesses in the private sector, which was more willing to fund these better-directed training efforts. It hired JayRay to rebrand the company and give it a less bureaucratic-sounding name.

Making a name to remember
JayRay shortened the company name to WorkForce Central. The new name, memorable and less bureaucratic, was also much shorter, going from seven words to two. A new logo symbolizes how WorkForce Central links employers to workforce resources. A contemporary shade of red against a futuristic green compels attention and is the opposite of bureaucratic.

Providing real solutions
The new name was welcomed with relief, as was the logo with its assertive color palette. This powerful new look presented to the organization a new outlook which offered real solutions to its workforce needs.

Branding